Today Integral Ad Science launched the Australian edition of their 2022 Social Ads and Consumer Perception study.
The report, based on a survey of over 500 Australian consumers, aims to shed light on the consumer’s overall social media usage and understand their receptivity to in-feed advertising in this dynamic content environment.
Two-thirds of Australian consumers use mobile devices for social media. The most popular social platforms include Facebook, YouTube, Instagram, and TikTok.
The study reveals that social media adoption has become mainstream in Australia with at least 91 per cent of respondents having one social media account in use while almost seven in ten (68 per cent) spend over two hours a day scrolling through social media.
Social media’s increasing popularity in Australia makes it an effective channel for advertisers to reach online consumers. The study reveals that nearly eight in ten (79 per cent) online Australian consumers have engaged with an ad on social media in the past year, the highest engagement being on Facebook, YouTube, and Instagram. 29 per cent have purchased a product or service advertised.
Jessica Miles, IAS’s country manager for Australia and New Zealand, said:
“There’s no denying that Social Media is an intricate part of our everyday lives making it an essential platform for advertisers to reach consumers, with ad spend projected to hit $2.7 billion by 2024, according to Genroe (Australia).
“Brands need to be hyper-aware of the impact of their advertising when investing in Social Media as they are communicating on a one-to-one basis within a private and personal environment.”
The report indicates that the growth of fake news has made consumers less trusting of ads on their social feeds. The study shows that consumers hold social media platforms and brands and advertisers responsible for ads appearing next to unsafe content.
“Contextually relevant advertising is a tool that advertisers can leverage to improve the ad experience and generate brand favourability. Advertisers also need to consider implementing media quality tools to ensure ad efficiency and brand safety” Miles explained.
Here are some key revelations from the report about consumers’ social media behaviour and how brands can adapt accordingly this year:
- Australian consumers are discerning of inappropriate ads on social media environments: 40 per cent of online Australian consumers agree that the growth of fake news has made them less trusting of the ads they see on their social feeds.While 51% of consumers believe that the personal content of social media makes them more aware of inappropriate ads on social platforms.
- Inappropriate ad placements negatively impact consumer perceptions and buying behaviours: 44 per cent of Australian consumers will have an unfavourable view of a brand whose ad appears next to content that does not align with the brand’s image.
Almost 7 out of 10 consumers (66 per cent) are unlikely to purchase a product or service advertised on social feeds next to unsafe content.
- Contextually relevant advertising improves memorability and intent to purchase: almost 5 out of 10 Australian consumers (48 per cent) are likely to remember an in-feed ad if its message relates to the adjacent social content.
40 per cent of consumers are likely to purchase a product or service advertised on their social feed if it is related to the content being viewed.
The full report can be viewed HERE.
